It's here. The final episode in the 5 part series of solo episodes where I break down my favorite marketing book, The Catalyst: How To Change Anyone's Mind, by Jonah Berger. Over the last five weeks, I've covered reactants, endowment, distance, uncertainty, and how to be unstoppable when it comes to scaling your business. Today I cover Corroborating Evidence. Listen in as you discover how to create a customer journey through multiple touch points that provide enough proof to influence change. Grab a pen and notepad and get ready to take your customer journey to the next level. After you listen, send me a DM on Instagram @itsgeorgebryant to grab a special training I created as a thank you for being a loyal subscriber. In this final episode, you'll discover:The definition of corroborating evidence and how it applies to your customer journeyHow to overcome your customer's resistance by providing the right kind of proof to influence changeThe difference between a pebble or boulder in your marketing approachThe most powerful source of corroborating evidience you can use to influence changeHow to tie the entire series into your business today If you are just finding this series for the first time, below you’ll find parts 1-4Part 1:  ReactancePart 2:  EndowmentPart 3:  DistancePart 4: UncertaintyTime Stamps00:00 Intro to part five06:20 What corroborating evidence means and how to apply it to your business today09:45 The most common mistakes George sees entrepnreuers make when creating customer journeys 12:35 How consistency and congruency will take your success to the next level15:35 Why are your success and qualifications aren't enough to influence change19:22 The difference between pebbles and boulders in your customer journey 24:05 ​​How corroborrating evidence helps change minds by providing social reinforcement25:04 George wraps the series up